FinalProject-Realversion5 - PDF Free Download

09404740 09411631 09419764 09408045

/ (Dr. Michael Young) 2

2007 http://www.sina.com.cn 2007 07 21 08:14 2009-11-24 -- (SuperTV.tv Ltd.) www.youxuehk.com: 3

. 4PS (Product) (Place) (Price)(Promotion) 4

8 8 9 9 9 9 10 10 11 11 15 15 16 17 19 19 20 21 22 22 23 24 25 26 28 5

28 28 30 - - 31 32 34 34 35 35 36 36 37 38 SWOT 40 41 41 42 42 43 4Ps 43 (Product) 43 43 44 PLACE 47 47 48 49 6

PROMOTION 50 51 53 QQ 54 55 56 (Price) 57 AdSense 57 58 58 59 59 59 59 60 63 66 66 WEB3.0 68. 68 68 C2C customer to customer 69 71 72 73 76 7

(SuperTV.tv Ltd. ) 2001 20012004100 01 01370 01 01 2004 : 8

http://www.youxuehk.com 学 - / - / - - () - () - ( ) 9

2004 2010 1 15 CNNIC25 2009 3.84 28.9%12009 168280%.CN323 866,367Mbps35.3% 1 11

28.9% 10 8 13 CNNIC 25 10 2 GDP 2 GDP 12

4 20093G 54.2 45.8 2008 30 38.5% CNNIC 25 12 2009 3 2000 200910681 27.8% 26.3% CNNIC 25 16 3 13

2008 80%(83.2%) 2009 2.1 2009 12(83.5%) (80.1%) (73.3%) CNNIC 25 31 爲 CNNIC 144 ( )( /) 4 2009 76.7 80.1% 73.3% 83.5% 71.7 68.9% 62.6% 56.1 49.0 时 70.9% 56.8% 37.7% / 30.7% 28.1% 20.2 24.5% 7.9% 14

2005 YouTube Macromedia Flash Blog YouTube 2011Youtube 10 30 + 2006 OPA Online Publishers Association 24% 46% Youtube YouTube 2006 7 2753 703 771 149 Mofile 123 89 7699 20 72000 YouTube 7 67YouTube (1 http://www.vdisk.cn/web1.02/download.php?fileidlist[]=2886197) 6 56 6 15

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2006 2009 2000 2000 20052000 2005 啓 2005 2000 2003 2004 23

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1 CSSA 2http:// www.immd.gov.hk/ 1 http:// bbs.gter.net/bbs/forum-811-1.html 2 http://www.studyinhk.net/ 3 http://bbs.taisha.org/forum-103-1.html 1985 25

+ 09 3G 30 CNNIC 26

++ 12-30 奬 27

BBSBulletin Board System Bulletin Board Service BBS http://baike.baidu.com/view/66.htm?fr=ala0_1 28

core competence(porter s five forces) 29

寄託天下寄託天下網站隸屬於北京寄託天下教育科技發展有限公司寄託天下http://www.gter.net/ index.php 寄託二字是留學考試GRE, TOEFL的首字母 GT的諧音寄託這個名字既表達了網站的主要內容升學及考試的資訊同時從字面上理解也是給眾多的學子一個心靈的寄託和幫助內地較有名的寄託家園論壇就是這個網站的分板塊寄託天下的子板塊主要有考試頻道留學頻道生活頻道和論壇寄託家園論壇另有詳細介紹主頁上主要以考試和留學新聞為主寄託天下和寄託家園論壇都是免費向公眾開放的用戶可以免費註冊並且隨意流覽資訊寄託天下的首頁上有香港嶺南大學浸會大學新聞系佛吉尼亞理工大學的招生廣告並且還有新航道英語的廣告寄託天下的主要流覽用戶是以有意願到國外及港澳地區留學的學生為主包括高中本科及以上學歷的學生還有就是將要參加各類外國升學考試的人員寄託天下的內容比較全面影響力也較好從網站的名字和內容中我們可以看到寄託天下的主要內容圍繞著幾個留學考試像託福雅思並且提供較全面的考試資訊另外網站上也有考試題目解讀復習方法資料考試方法等一系列幫助學生通過留學考試的資訊見圖1.1 圖1.1 30

- - 2010 4 273 4000 http:// bbs.gter.net/bbs/ GRE/GMAT TOEFL/IELTS GRE/GMAT 6 MBA 2010 4 2 481117270 2007 3 13 331 门学园 http://bbs.gter.net/bbs/forum-811-1.html2010 CV RP 31

太傻網太傻留學諮詢網隸屬於北京澄懷科技有限公司公司是集教育服務教育諮詢網路服務圖書出版於教育培訓為一體的綜合性的教育服務集團是目前最大的服務最廣的專注于留學服務特別是留學諮詢服務于留學考試服務的頂尖公司公司總部位於北京在廣州和上海建有全資分公司及控股子公司太傻網自稱是中國最大的留學社區是比較成功和典型的留學仲介網站有專門的資訊和諮詢人員提供留學諮詢太傻留學諮詢擁有360位美國留學諮詢專家的強大陣容 9000個名校申請成功案例的寶貴經驗客戶遍佈美國Top100 院校主要客戶來源為國內211高效及各地重點高中目前在美國高端留學諮詢領域太傻的市場份額為70%左右佔據了絕對優勢地位关于我们太傻网http://www.taisha.org/ service/ 太傻網的主要流覽人群為有意願到國外及港澳地區留學的學生及家長並且還有將要參加各類國外升學考試的人員圖1.2 太傻網见图1.2 主要分為以下板塊太傻論壇定位評估太傻專區太傻週刊太傻雜誌太傻諮詢小板塊分為美國加拿大英國香港新加坡澳洲託福雅思 GRE GMAT SAT 太傻留學諮詢著重于美國留學市場和加拿大留學市場並且在美國市場佔有穩定的市場份額但是港澳地區留學的諮詢和申請量較少和寄託天下寄託家 32

2010 4 2 16000 2820 狮 http://www.lionbbs.net/ 201010 8 34

(Five forces).(michael Porter) P110 Robert E. Hoskisson and et al,2008, Competing for Advantage, Second Edition, Thomson TM 8 35

1.3 38

1.3 39

SWOT分析優勢信息全面集中權威性及時性視頻資料公司管理威脅學校關係政府關係政府政策劣勢知名度低缺乏專業網站管理人員缺乏專業留學咨詢人員機會國內市場沒有相關專注於香港留學市場的同類網站 40

8 8 41

8 42

4Ps. 4Ps (Product) (Place) (Price) (Promotion) (Product) 16 40 40 60-43

( ) 45

( ) 46

PLACE. 4PS PLACE 麽 YOUTUBEGOOGLE 2008 1 31 1 2009 进内稳 47

GOOGLE 33 1 www.miibeian.gov.cn ID 2 3 www.xxx.com 48

4 IP,IP 122.225.109.72 60.12.105.8 IP,IP. 51 7 *24 12 3 4 5 67 8 910 56 49

PROMOTION SNS Social Network Service (Stanley Milgram) 2060 SNS 麽 SNS www.kaixin001.comwww.renren.comqq 50

2008 3 70002010 1 2000 15 Alexa 60 Alexa8 2540 51

2005 12 SNS 5797921155500 Open Platform 2007 08 1+1 V 2008 DV 53

QQ 1998 綫 QQ 54

(Price) (Price) 4Ps AdSense AdSense https://www.google.com/adsense/login/zh_tw/ AdSense AdSense for content () AdSense for search Google Google Google AdWords Google AdWords Google 57

Google SeatGuru Matt Daimler SeatGuru.com AdSense Troy Peterson www.gpsworld.com Google Adsense 220% Wesley Atkins golf-equipment-tips.com Banner Ad HK$20,000/ Banner Ad HK$6,000/ : Flash Banner Ad: HK$1000/ ( ) 58

AdSense 59

/ x2 / x2 / x2 / x 2 / x2 61

x 2 / 62

() HK$ HK$,, 1000 12 $15,000.00 $180,000.00 1 $50,000.00 $50,000.00 1 $20,000.00 $20,000.00 1 $40,000.00 $40,000.00 1000 12 $15,000.00 $180,000.00 1 $100,000.00 $100,000.00 1 $50,000.00 $50,000.00 1 $40,000.00 $40,000.00 / 1 $10,000.00 $10,000.00,, 1 $20,000.00 $20,000.00,, $690,000.00 (Sony HXR-NX5P) 3 $40,000.00 $120,000.00 3 $5,000.00 $15,000.00 1 $150,000.00 $150,000.00 (12 ) 1 $15,000.00 $15,000.00 1 $20,000.00 $20,000.00 1 $20,000.00 $20,000.00 10 $5,000.00 $50,000.00 12 $5,000.00 $60,000.00 12 $10,000.00 $120,000.00 (Sony HXR-NX5P) 2 $40,000.00 $80,000.00 2 $5,000.00 $10,000.00 2 $5,000.00 $10,000.00 2 $10,000.00 $20,000.00-5 52 $5,000.00 $260,000.00 63

(Mac Pro) 2 $40,000.00 $80,000.00 (Mac Pro) 2 $25,000.00 $50,000.00 (imac) 2 $15,000.00 $30,000.00 (MacBook Pro) 2 $12,000.00 $24,000.00 1 $30,000.00 $30,000.00 2 $5,000.00 $10,000.00 2 $500.00 $1,000.00 DVD 1 $3,000.00 $3,000.00 HDV 1 $10,000.00 $10,000.00 Adobe Creative Suite 5 Production Premium 4 $15,000.00 $60,000.00 Apple Final Cut Studio 4 $10,000.00 $40,000.00 2 $25,000.00 $50,000.00 1 $20,000.00 $20,000.00 - Adobe Creative Suite 5 Web Premium 2 $15,000.00 $30,000.00 1 $50,000.00 $50,000.00 Adobe - Flash Media Interactive Server 3.5 1 $36,000.00 $36,000.00 1 $150,000.00 $150,000.00 (10U Server hosting) 12 $5,000.00 $60,000.00 / 12 $30,000.00 $360,000.00 12 $15,000.00 $180,000.00 /x 2 12 $30,000.00 $360,000.00 x 2 12 $30,000.00 $360,000.00 / x 2 12 $50,000.00 $600,000.00 x 2 12 $20,000.00 $240,000.00 / 12 $15,000.00 $180,000.00 12 $15,000.00 $180,000.00 / x 2 12 $30,000.00 $360,000.00 12 $20,000.00 $240,000.00 12 $40,000.00 $480,000.00 : $5,224,000.00 (imac) 2 $10,000.00 $20,000.00 (MacBook) 1 $8,000.00 $8,000.00 1 $5,000.00 $5,000.00 MS office / iwork 3 $4,000.00 $12,000.00 12 $20,000.00 $240,000.00 x2 12 $30,000.00 $360,000.00 12 $25,000.00 $300,000.00 : $945,000.00 64

(imac) 3 $10,000.00 $30,000.00 / 1 $5,000.00 $5,000.00 12 $2,000.00 $24,000.00 MS office / iwork 3 $4,000.00 $12,000.00 12 $10,000.00 $120,000.00 / 12 $10,000.00 $120,000.00 12 $20,000.00 $240,000.00 12 $25,000.00 $300,000.00 12 $60,000.00 $720,000.00 12 $20,150.00 $241,800.00 1 $20,000.00 $20,000.00 1 $50,000.00 $50,000.00 : $1,882,800.00 : $8,741,800.00 $8,741,800.00 65

爲衆 www.sohu.com 爲 66

内 67

内衆爲麽爲 WEB3.0 2000 3.03.0 1.0 2.0 麽 3.0 内..21 BBS 内内 68

C2C customer to customer 69

www.umiwi.com 20073 70

VC 络视频会发,VC 们认为规会 Google 1615 亿购 youtube, 娱乐资 6500 买 grouper1com, 国内视获资 71

- (SuperTV.tv Ltd.) 72

www.baidu.com www.google.com www.umiwi.com http://www.sina.com.cn 2007 07 21 08:14 http://news.iresearch.cn/charts/68124.shtml http://www.vdisk.cn/web1.02/download.php?fileidlist[]=2886197) https://www.google.com/adsense/login/zh_tw/ http://baike.baidu.com/view/66.htm?fr=ala0_1 BBS http://www.baidu.com/s?wd=%cf%e3%b8%db%c1%f4%d1%a7&ch=&tn=360se_dg&bar - 学 http://www.taisha.org/ http://www.taisha.org/service/ 关们 http://bbs.gter.net/bbs/ 园 http://www.gter.net/index.php http://www.lionbbs.net/ 狮 73

http://www.google.com.hk/search?client=aff-cs-360sechannel&channel=bookmark&hs=kra&hl=zh-cn&source=hp&q=%e9%a6%99%e6%b8%af %E7%95%99%E5%AD%A6&meta=&aq=f&aqi=g10&aql=&oq=&gs_rfai Google- 学 P110 Robert E. Hoskisson and et al,2008, Competing for Advantage, Second Edition, Thomson TM http://bbs.gter.net/bbs/forum-811-1.htm 门 2009-11-24, 56.21 & 20086 20073 罗奂,SNS200062 2009.10 20201 NO.4.2009 2009 10 facebook - CNNIC 25 74

- - OPA -CNZZ2009 -iresearch2007 iusertracker -2009 - 啓 2010-2009 CEO 75

1 1 1 http://www.hku.hk/ 2 http://www.cuhk.edu.hk/ 3 http://www.ust.hk/ 4 http://www.cityu.edu.hk/ 5 http://www.polyu.edu.hk/ 6 http://www.hkbu.edu.hk/ 7 http://www.ied.edu.hk/ 2 2 CSSA 1 http://www3.hku.hk/cssa/index.php 2 http://ihome.cuhk.edu.hk/~z044726/ 3 http://msss.ust.hk/ 4 http://www.cssacityu.org/ 5 http://web.polyu.edu.hk/~cssa/forum/cgi-bin/leobbs.cgi 6 http://www.hkbucssa.org/ 7 http://www.hkiedcssa.org/ 76

附錄3 圖1.1 圖 1.2 77

圖1.3 78

4 Plagiarism Declaration Form This form must be completed, signed, dated and included with the Media Management Project submitted to the University for marking. Student Name: Gina La Student Number: 09419764 Title of Project: Submission Date: 05 May 2010 Declaration: I have read the relevant sections on Plagiarism provided in the Handbook for Graduation Project and observed the standards of conduct. I am fully aware of the consequences in the event of plagiarism. I declare that, to the best of my knowledge, this project represents my own work and all sources have been properly acknowledged, and the Project contains no elements of plagiarism. I further declare that the Project has not been previously included in a thesis, dissertation or report submitted to this University or to any other institution for a degree, diploma or other qualification. Students Signatures: Date: 05 May 2010 79

Plagiarism Declaration Form This form must be completed, signed, dated and included with the Media Management Project submitted to the University for marking. Student Name: Joanne Zhao Student Number: 09411631 Title of Project: Submission Date: 05 May 2010 Declaration: I have read the relevant sections on Plagiarism provided in the Handbook for Graduation Project and observed the standards of conduct. I am fully aware of the consequences in the event of plagiarism. I declare that, to the best of my knowledge, this project represents my own work and all sources have been properly acknowledged, and the Project contains no elements of plagiarism. I further declare that the Project has not been previously included in a thesis, dissertation or report submitted to this University or to any other institution for a degree, diploma or other qualification. Students Signatures: Date: 05 May 2010 80

Plagiarism Declaration Form This form must be completed, signed, dated and included with the Media Management Project submitted to the University for marking. Student Name: Kelly Gao Student Number: 09404740 Title of Project: Submission Date: 05 May 2010 Declaration: I have read the relevant sections on Plagiarism provided in the Handbook for Graduation Project and observed the standards of conduct. I am fully aware of the consequences in the event of plagiarism. I declare that, to the best of my knowledge, this project represents my own work and all sources have been properly acknowledged, and the Project contains no elements of plagiarism. I further declare that the Project has not been previously included in a thesis, dissertation or report submitted to this University or to any other institution for a degree, diploma or other qualification. Students Signatures: Date: 05 May 2010 81

Plagiarism Declaration Form This form must be completed, signed, dated and included with the Media Management Project submitted to the University for marking. Student Name: Wingo Chan Student Number: 09408045 Title of Project: Submission Date: 05 May 2010 Declaration: I have read the relevant sections on Plagiarism provided in the Handbook for Graduation Project and observed the standards of conduct. I am fully aware of the consequences in the event of plagiarism. I declare that, to the best of my knowledge, this project represents my own work and all sources have been properly acknowledged, and the Project contains no elements of plagiarism. I further declare that the Project has not been previously included in a thesis, dissertation or report submitted to this University or to any other institution for a degree, diploma or other qualification. Students Signatures: Date: 05 May 2010 82

5 Authorization of Library Placement Authorization This is to authorize the School of Communication and School of Business at Hong Kong Baptist University to place our project entitled in the HKBU library for general public reference and inspection. Names: Gina La Students ID: 09419764 Signatures: Date: 05 May 2010 Names: Joanne Zhao Students ID: 09411631 Signatures: Date: 05 May 2010 Names: Kelly Gao Students ID: 09404740 Signatures: Date: 05 May 2010 Names: Wingo Chan Students ID: 09408045 Signatures: Date: 05 May 2010 83